This workflow is based on the Brand Reputation Tracker, a marketing reserach tool that was developed by Rust et al. (2021) and published in the Journal of Marketing.
The process at the top uses the datasets provided by Rust et al. (2021), which can be useful to demonstrate its aplicability in a dataset including several brands
The process at the bottom demonstrates and replicates the measurement of a single brand reputation driver (Brand Driver) using KNIME Analytics together with the Twitter API extension. It allows regular users to monitor brand reputation daily. The workflow dictionaries need to be adapted to measure other drivers of brand reputation.
URL: Information about tracker https://www.sbs.ox.ac.uk/research/centres-and-initiatives/oxford-university-centre-corporate-reputation/brand-reputation
URL: Tracker dataset 2018 https://osf.io/6nzrk/
URL: Real-Time Brand Reputation Tracking Using Social Media (Rust et al., 2021) https://journals.sagepub.com/doi/10.1177/0022242921995173
To use this workflow in KNIME, download it from the below URL and open it in KNIME:
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